I sat down with Franco from Rufus for the first session of Mate & Build to solve what looked like an ad-copy problem. What we found was something else.
The brief said "faster copies"
Franco works at Rufus, a performance marketing agency. When he came to Mate & Build, his ask was clear: writing ad copies took them 45 minutes per batch. Every new campaign meant starting from zero. He wanted to speed it up.
The first thing we tried was the obvious move — prompting different tools and models to research the client, brainstorm, define strategy, and write the copies, all in a single shot. It didn't work. The context dilutes, the instructions compete with each other, and the output ends up low-quality across the board. Instead of many tools, the right one.
But that failed test showed us something more interesting than the failure itself.
The bottleneck wasn't the writing
When we sat down to break the process apart step by step, the thing that the day-to-day rhythm never leaves room to see showed up: the time wasn't going into writing the copies. It was going into everything that happened before. Researching the client, analyzing competitors, understanding the performance metrics, defining the key messages, setting up the creative strategy, establishing best practices...
That preparation phase — the one that, in the rhythm of an agency under high demand, never had room to be tackled head-on — was the one eating the 45 minutes. The copies themselves were the fast part once you had all the input clear.
This completely changed the approach. Instead of automating the writing of copies (which is what most people try), we focused on solving the entire process before the writing.
What we built: 4 skills + one orchestrator in Claude Code
We designed a system of 5 skills for Claude Code. The idea is simple: separate responsibilities. Each skill does one thing well, and they compose in sequence.
The Orchestrator is the piece that coordinates everything. It starts with one question: new client or existing client? From there it triggers the skills in the right order. For a new client: Orchestrator → Researcher → Strategy → Content Strategy Final. For an existing client: Orchestrator → Brainstorming → Strategy → Content Strategy Final.
Researcher — takes the brief, campaign references, performance data, and builds the full brand-context document. Brainstorming — generates fresh Big Ideas and Key Messages for existing clients. Strategy — takes everything above and defines the creative strategy. Content Strategy Final — translates strategy into concrete execution: scripts per format, copies with AIDA and PAS frameworks, review and final delivery.
The most important design decision: human control at every step
The most important decision was preserving the creative team's control at every transition. The skills are activated manually — you review the output of each step and decide when to move to the next. AI here doesn't replace the creative — it amplifies them. It hands them all the processed input so they can start from a better place.
Franco's face when he saw it run
We ran it on a real brief. The Researcher processed all the context in seconds. Strategy nailed the angles. Content Strategy Final translated everything to concrete execution.
Franco looked at the screen, looked at the clock, and said: "This used to take us 45 minutes."
Five minutes. And the quality goes up because each skill does one thing well instead of one prompt trying to do everything halfway. It's not that AI writes better — it's that it removes the friction that was there before you could even start creating.
What Franco takes home — and what you can take too
Franco left with a working system: 4 skills + an orchestrator ready to use in Claude Code, plus the framework to create new skills. The most valuable part was understanding the pattern: the bottleneck is almost never where you think it is.
The 5 skills are available as downloadable resources with this post. They're a starting point — an MFP (Minimum Functional Product) designed to solve 80% of the problem from day one. It's not a finished system. It's a solid base to start from.
Concepts applied here
- What is vibe coding (in Spanish) — building with AI from the conversation, not from the code.
- File system for AI (in Spanish) — why a system of skills beats a mega-prompt.
- Folder structure (in Spanish) — the structure that holds the system before the content.